128 Deslauriers
Montreal, Quebec – H4N 1V8
+1 514 334 0888 ; Fax: +1 514 334 9833


founded by

Salvatore Parasuco

belongs to

Salvatore Parasuco


Parasuco is a Canadian clothing company, best known for its denim jeans. Based in Montreal, the company is famous for its provocative advertising and fit on jeans. The company is best known for its denim clothing, but also makes shirts, casual pants, dresses, and sweaters.

Having emigrated from his native Italy to Canada, Salvatore Parasuco first developed his blue streak mopping floors at a trendy Montreal boutique as a 14 year old sales apprentice.

Catching on to the rising popularity of faded jeans, Salvatore bought raw denims and proceeded to pre-wash them in his family's domestic washing machine. Trial and error experimentation soon led to the much sought after, perfected shade of indigo, denim lovers were after. Once the process completed, Parasuco let his creations hang-dry on the family's outdoor clothesline. Careful and precise record-keeping ensured reproducible and profitable results. Selling denims, first using his high-school locker as a make-shift boutique, Parasuco then went on to open his first legitimate retail outlet Pour les Deux at age 19.

Ever perfecting his denimistry, while using his boutique as a launch pad for technical innovations and new denim developments, Salvatore Parasuco eventually forged his own denim DNA, Santana Jeans, in 1975. Santana Jeans went on to introduce key trends to market like acid-wash, stretch denim, black over dye and denim sandblast. Parasuco has taken an industry leadership position on innovative design, new fabric and technological developments and domestic trade concerns.

In 1988, Santana Jeans rebranded itself under the Parasuco Jeans label and exploded onto the international scene. Sensing the importance that effective brand-building would have on future growth; Parasuco trademarked its back-pocket stitch and developed its own distinctive logo, the chimera. This mysterious mythological figure of Etruscan origin, a mix of a lion's body, with a goat's head and neck protruding from its back and a serpent's tail, can be traced back to Arezzo (Italy), circa 5th century BC, and is believed by many to be emblematic of Italian (Tuscan) pride.

Fuelled by the denim market's insatiable demand for authentic denim heritage, Parasuco has benefited from huge brand momentum.

Parasuco now seeks a wider audience, than that of its cult-like following, through aggressive retail ventures and an established and dynamic wholesaling infrastructure.

Parasuco Jeans Inc. is one of the leading denim brands in the world today with over 230 direct employees. It designs, manufactures, distributes and retails fashion products including apparel and accessories under the Parasuco Denim Legend brand.

Who Wears It

Jon Bon Jovi, Avril Lavigne, Shakira, Jessica Alba, Chris Daughtry, Tyra Banks, Halle Berry, Debra Messing, Céline Dion, Tommy Lee, Ne-Yo, Nick Carter, Jennifer Lopez, Hilary Duff, Brittany Murphy, Bai Ling, Sean Paul, Kate Hudson

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